Micro Moments in mobile

Master Thesis Research Project: January to June, 2016

Thanks to smart phones, micro-moments can happen anytime, anywhere. In those moments, consumers expect brands to address their needs with real-time relevance?

Pernille Egeskjold Sørensen

Master of Corporate Communication Aarhus University, Business and Social Sciences

Project partners:


Consider what’s going on with retail stores today. Foot traffic has declined, yet consumers are spending more when they do visit — because they’ve done their research and made decisions before ever walking in. A similar thing is happening when consumers visit websites using a desktop or laptop. They typically spend less time per visit but convert more often. In many ways, micro-moments have become the footsteps that lead people to a store or desktop site.

82% of smartphone users say they consult their phones on purchases they’re about to make in a store.

Behind these mobile bursts are countless interactions, like texting a spouse with a carpool update, dropping a quick work email while waiting in the ATM line, or posting a Bermuda vacation photo to make friends jealous. These types of moments are a common part of life, but they’re not moments when we’re necessarily looking to engage with brands. And if a brand tries to butt in with a distracting or irrelevant message? Swipe.

But in other moments, we’re very open to the influence of brands. These are the moments when we want help informing our choices or making decisions.

For marketers, these moments are an open invitation to engage. And they’re the moments you have to be ready for. (introduction by Google)

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